Syfte: Syftet med denna studie är att beskriva organisationers hur bakomliggande motiv påverkar införandet av hälsofrämjande aktiviteter och åtgärder. Metod: Kvalitativ studie med en induktiv ansats. Det empiriska materialet samlades in genom semistrukturerade intervjuer med elva informanter. Slutsats: Vi kan med denna studie konstatera att det är svårt att säga hur organisationers bakomliggande motiv påverkar införandet av hälsofrämjande arbete, främst på grund av den variation och bredd som ryms i begreppet. När organisationer erbjuder en för stor variation av hälsofrämjande aktiviteter och åtgärder, kan vi inte med säkerhet identifiera vilka motiv som påverkar vilka aktiviteter och åtgärder. / Purpose: The purpose of this study is to describe how underlying motives influence the implementation of health-promoting activities and measures. Method: Qualitative study with an inductive approach. The empirical material was col-lected through semi-structured interviews with eleven informants. Conclusion: This study shows that it is difficult to say how organizations underlying motives influence the implementation of health-promoting activities and measures, mainly because of the variety and width of the concept. When organizations offer too much variety in health-promoting activities and measures, it is not possible for us to iden-tify with certainty which motives influence which of the activities and measures.

Syftet med studien är att undersöka respondenter från Generation X (1964 – 1979), Y (1980 – 1995) och Zs (1996 – 2012) behov och önskemål på arbetsplatsen, vilka positiva och negativa attityder de har mot motivation, relation och arbetsmiljö. Studien har genomförts genom en kvalitativ undersökning, innehållsanalys i form av tematisering och genom att använda tidigare forskning kring generationer. Den kvalitativa metoden var intervjuer med 12 respondenter, varav fyra var från vardera generation. Modeller såsom Maslows behovstrappa, tvåfaktorteorin och förstärkningsteorin används i studien. Studien identifierade att ha kunskap kring komplexiteten kring generationsbaserade skillnaderna kan vara den avgörande faktorn för en framgångsrik organisation. På många vis finns det en konsensus mellan respondenterna men det finns även skillnader. Skillnaderna i attityder och behov mellan respondenterna har identifierats, som att respondenterna från Generation Z är drivna av inre motivation och arbetar mot ett syfte. De är driva för att skapa förändring i samhället genom deras arbete. Viktiga behov är familjära relationer och konstruktiv feedback. Respondenter från Generation Y drivs även de av ett syfte, men är även motiverade av yttre motivatorer som lön då de ser denna som ett erkännande för hårt arbete. Respondenter från Generation X däremot drivs mest av yttre motivation. Slutligen rekommenderar studien att organisationer skapar en kunskap kring områdets komplexitet för att förstå arbetarnas grundbehov kring arbetsplatsen. Om en förståelse skapas kan de utnyttja de anställdas kompetensen bättre och skapa framgångsrika team, för att främja en förberedelse för framtidens multigenerationella arbetsplats. / The purpose of the study is to research Generation X (1964 – 1979), Y (1980 – 1995) and Z´s (1996 – 2012) needs and wishes for the workplace, what they have for positive and negative attitudes towards motivation, relations and work environment. The study was conducted by conducting qualitative research, doing a content analysis, and using previous research of generations. The qualitative research was carried out by doing interviews with 12 persons, out of which four were from each generation. Models such as Maslow's hierarchy of needs, the Two-factor theory and Reinforcement theory has been used in the study. The study has found that having knowledge of the complexity of generational differences can be a deciding factor if an organisation is successful or not. In many ways there is a consensus between the generations, but there are also differences. Regarding the participants needs and attitudes it was identified that participants from Generation Z are very driven by inner motivation and working towards a purpose. They are driven to create change in society through their work. Important needs are familiar relationships and constructive feedback. Participants from Generation Y was also driven by a purpose but was also motivated by outer motivations such as a salary that can reinforce their hard work. Participants from Generation X were the most driven by outer motivations. In conclusion, the study recommends organisations to invest resources in the complexity of generational knowledge in the workplace to understand to understand the employees needs in the workplace. If an understanding is managed is it possible to make use of the employees’ competence better and create successful teams, as well to prepare the workplace for the future multigenerational workplace.

De senaste årens omvärldsutveckling i vårt närområde ställer nya krav på Försvarsmakten. Det nationella försvaret är återigen i fokus och för första gången på mycket länge står Försvarsmakten inför ett återtagande och en tillväxt. De närmaste tio åren kommer pensionsavgångarna bland officerare att vara av betydande storlek. Samtidigt har Försvarsmakten de senaste åren haft svårt att fylla platserna vid Officersprogrammet. Syftet med studien är att få förståelse för vilka motiv som fanns för att söka till Officersprogrammet. Studien är genomförd med induktiv ansats, kvalitativ metod och inspirerad av Grundad teori. Empirin är inhämtad genom intervjuer med förstaårskadetter vid Officersprogrammet. Vid kodningen av vår empiri framträdde fyra huvudkategorier som ger förståelse för vad som låg bakom och motiverade kadetterna att söka till Officersprogrammet. Dessa fyra huvudkategorier är Personlig ambition, Socialt inkluderande, Potentiell utveckling och Extern influens. De slutsatser som dras i studien är att kadetternas motiv och bakomliggande faktorer för att söka till Officersprogrammet handlar om att en individ med stor Personlig ambition känner att både Socialt inkluderande och Potentiell utveckling är uppfyllda i Försvarsmakten. I denna process verkar Extern influens som katalysator och är det som får dem att söka till Officersprogrammet. Kadetterna ger uttryck för att ha en vilja att prestera, att göra bra ifrån sig. De uttrycker även en önskan om att få vara en del av en större grupp och arbeta för gruppens bästa. Vidare ger de uttryck för en vilja att försvara den svenska friheten, våra värderingar och vår demokrati. Dessutom ger kadetterna uttryck för att uppskatta förmåner som idrott på arbetstid, att få en betald akademisk utbildning och möjligheten att göra karriär. De har även ett behov av att få återkoppling på sitt arbete och framhåller betydelsen av den personliga upplevelsen. / The development in recent years' in our vicinity places new demands on the Swedish Armed Forces. The national defence is once again in focus and for the first time in a very long time the Swedish Armed Forces is facing a readmission and growth. Over the next ten years retirements among officers will be of significant size. At the same time the Swedish Armed Forces have had a hard time filling the positions at the Officers' Programme the last few years. The purpose of the study is to gain an understanding of the motives that existed for applying for the Officers' Programme. The study is conducted with an inductive approach, a qualitative method and inspired by Grounded Theory. The empirical data is obtained through interviews with first-year cadets at the Officers' Programme. During the coding process of the empirical data four main categories emerged which give an understanding of what was behind and motivated the cadets to apply for the Officers' Programme. These four main categories are Personal Ambition, Social Inclusion, Potential Development and External Influence. The conclusions in the study are that the cadets' motives and underlying factors for applying for the Officers' Programme are that an individual with great Personal Ambition senses that Social Inclusion as well as Potential Development are fulfilled in the Swedish Armed Forces. In this process, External Influence acts as a catalyst and drives them to apply to the Officers' Programme. The cadets express a desire to perform. They also express a desire to be part of a larger group and work for the best of the group. Furthermore, they express a desire to defend the Swedish freedom, our values and our democracy. In addition, the cadets express their appreciation of benefits such as sports in working hours, getting a paid academic education and the opportunity to make a career. They also have a need to get feedback on their work and emphasize the importance of the personal experience.

The aim of this study is to expand the knowledge regarding whether the riskperception among investors in different generations in the stock market differs, as well as how it differentiates. This study delves deeper in four different generations, consisting of an age range between 18-78 years. The four generations are the following: Baby Boomers, Generation X, Y and Z. This essay utilizes a quantitative research method, which includes a survey, along with a deductive approach. The survey study involves questions that are intended to differently measure riskperception. Furthermore, the empirical basis is based on relevant statistical methods, containing descriptive statistics, a two-sided unpaired t-test, a regression analysis, and a correlation analysis with the purpose of answering our hypotheses nuancedly, as well as correctly. A 95% confidence interval is applied. With respect to the empirical evidence of the study, a discussion is also made, which thereby is connected to the theories and previous research that are presented in this study. Lastly the essay concludes that there is enough statistical evidence in order to confirm that the riskperception among shareholders between different generations differs in the stock market. Additionally, the study also leads to the conclusion that differences specifically manifest between Generation Baby Boomers and Generation Z. Following that, with the help of the correlation analysis, the empirical evidence confirms that Generation Baby Boomers riskperception is higher in comparison with Generation Z. All and all, the study did not result in any significant differences regarding the rest of the generations. / Syftet med denna uppsats är att undersöka huruvida samt hur riskperception hos investerare inom olika generationer på aktiemarknaden skiljer sig. Generationerna som denna uppsats tittar på är Baby Boomers, Generation X, Y och Z, vilket föranleder till att åldersintervallet är 18-78 år. Studien utgår från en kvantitativ forskningsstrategi i form av en enkätstudie samt är av deduktiv karaktär. Enkätstudien involverar frågor som på olika sätt är ämnade att mätariskperception. Det empiriska underlaget är baserat på relevanta statistiska tester som innefattar t-test, regression och korrelation som tillsammans besvarar hypoteserna. Dessa tester förutsätter ett 95 procentigt konfidensintervall. Med hänsyn till resultaten studien kommit fram till, förekommer även en diskussion rörande resultatet. De resultat som uppsatsen genererat diskuteras med koppling till de teorier och den tidigare forskning som finns. Slutsatsen som kan dras är att det finns tillräckligt med statistiskt belägg för att säkerställa att riskperceptionen hos aktiesparare skiljer sig mellan olika generationer inom aktiemarknaden. Därtill föranleder studien att skillnader specifikt förekommer mellan Generation Baby Boomers respektive Generation Z. Med hjälp av korrelationsanalysen, gårdet även att konstatera att Generation Baby Boomers riskperception är högre i jämförelse med Generation Z. I allmänhet resulterar studien inte i signifikanta skillnader rörande resterande generationer.

Bakgrund: På dagens arbetsmarknad råder det en hård konkurrens om kompetent personal. Organisationer har sett potentialen i att utvidga marknadsföringens användningsområde och skapa ett arbetsgivarvarumärke, ett så kallat employer brand(EB). Corporate social responsibility (CSR)-innehåll i en platsannons har visats ha enpositiv inverkan på organisationsattraktivitet, vilket är en dimension av EB. En särskiljning mellan olika aspekter av CSR i en platsannons har dock inte gjorts. Denna uppsats tar således upp denna stafettpinne och undersöker dessutom hur CSR kananvändas i syfte att organisationer ska kunna stärka sitt EB i syfte att attrahera kompetentpersonal. Att finna implikationer gällande generation Y:s preferenser kring CSR i förhållande till val av arbetsgivare anses som ett steg närmare målet att attrahera ung kompetent personal och således även ett steg närmare hållbar human resourcemanagement (HRM). Syfte: Att bidra med en vidare förståelse kring CSR:s betydelse i organisationers arbetemed att stärka sitt EB och på så sätt kunna attrahera kompetent personal i förhållande till individer inom en specifik kohort; generation Y. Metod: Utefter studiens syfte valdes en kvalitativ forskningsmetod med mindre inslag av kvantitativ forskningsmetod. Fyra manipulerade platsannonser togs fram som undersökningsverktyg; en platsannons innehållande en lägre grad av CSR, en platsannons innehållande intern CSR, en platsannons innehållande extern CSR samt en platsannons innehållande en högre grad av CSR. Studien genomfördes med hjälp av tre experimentella fokusgrupper där respondenterna individuellt fick besvara tvåsvarsformulär. Vidare genomfördes en fokusgruppintervju med respektive experimentellfokusgrupp. Slutsats: Attraktiviteten gentemot en organisation ökar när CSR-innehållet ökar. Indikationer på att individer tillhörande generation Y finner intern CSR, i förhållande tillextern CSR, mer attraktivt vid val av arbetsgivare. Vidare indikeras att organisationer kan använda CSR i kampen om kompetent personal, särskilt intern CSR för att differentiera sig som arbetsgivare gentemot konkurrenter och således stärka sitt EB. / Background: In todays labor market, there is hard competition for competent staff. Organizations have seen the potential of expanding the scope of marketing and creatingan employer brand, a so-called employer brand (EB). Corporate Social Responsibility(CSR) content in a job advertisement has been shown to have a positive impact onorganizational attractiveness, which is a dimension of EB. However, a distinctionbetween different aspects of CSR in a job advertisement has not been made. This essayaddresses this lack of research and also examines how CSR can be used in order fororganizations to strengthen their EB, in order to attract competent staff. Findingimplications regarding Generation Ys preferences around CSR in relation to choice ofemployer is considered as a step closer to the goal of attracting young competent staff andthus also one step closer to sustainable human resource management (HRM). Purpose: To contribute to a wider understanding of the importance of CSR in organizations' efforts to strengthen their EB, and thus attract competent staff in relation to individuals of a specific cohort; Generation Y. Methods: In coherence with the purpose of the study, a qualitative research method was chosen with a hint of emphasis on quantitative research methodology. Four manipulatedjob advertisements were presented as a research tool; a job advertisement containing alower degree of CSR, a job advertisement containing internal CSR, a job advertisement containing external CSR, and a job advertisement containing a higher degree of CSR. The study was conducted using three experimental focus groups where respondents individually responded to two response forms. Furthermore, a focus group interview was conducted with each experimental focus group. Conclusion: The attractiveness towards an organization increases as CSR contentincreases. There are indications that individuals of generation Y find internal CSRrelative to external CSR more attractive when choosing an employer. Furthermore, it isindicated that organizations can use CSR in the struggle for competent personnel, especially internal CSR, to differentiate themselves as employers against competitors, thus strengthening their EB.

The financial sector, as we know it, is radically transforming. As a result of the European regulation PSD2, customers banking data is becoming available for third parties by APIs [Evry n.d]. The traditional banks are now being exposed to competition from FinTechs and BigTech [Evry 2017]. The transformation is on-going and to the tunes of to new technologies, new regulations and new customer demands [Tornjanski et al. 2015]. This study aimed to identify the nature and behavior of the trend leaders, Generation Y (18 to 30 years old), and in the context of open banking, diagnose the transformation of banking services to meet new digital needs.To achieve this, a sequential embedded explanatory methodology was applied. The quantitative phase, identified and generalized the behaviors of Generation Y. The qualitative phase was exploratory, where multiple focus groups (38 individuals) developed the future banking services they request and want. This was analyzed based on Business Model Canvas [Osterwalder and Pigneur 2010] and a new service development framework for customer co-creation [Ozdemir, Trott, and Hoecht 2007]. The results imply that Generation Y, abide to be courted on their conditions and on-demand. They request a further expansion of the banks operational context, to supply with open banking platforms including both financial- and non-financial services. Hence, to meet these requests and remain the primary financial service provider the future banking services most transform into becoming digitally personalized and to seamlessly assist in everyday life. / Finanssektorn, som vi känner till den, förändras radikalt. Som ett resultat av den europeiska förordningen PSD2 blir kundernas bankdata tillgängliga för tredjepartsaktörer via API:er [Evry n.d]. De traditionella bankerna utsätts nu för konkurrens från FinTechs och BigTechs [Evry 2017]. Transformationen pågår och möjliggör för ny teknik, nya regler och nya kundkrav [Tornjanski et al. 2015]. Denna studie syftar till att identifiera trendledarna, Generation Ys (18 till 30 år) natur och beteenden, och inom ramen för open banking, diagnostisera omvandlingen av banktjänsterför att möta nya digitala behov. För att uppnå detta tillämpades en sekventiell inbäddad förklarande metodik. Den kvantitativa fasen identifierade och generaliserade Generations Y: s beteende. Den kvalitativa fasen var undersökande, där flera fokusgrupper (38 individer) utvecklade de framtida banktjänster som de efterfrågar och vill ha. Detta analyserades utifrån Business Model Canvas [Osterwalder and Pigneur 2010] och ett ramverk för utveckling av ny tjänster genom kundsamverkan [Ozdemir, Trott, and Hoecht 2007]. Resultaten påvisar att Generation Y förväntar sig att bli betjänade på sina villkor och begäran. De efterfrågar en framtida expansion av bankernas operativa kontext, till att förmedla öppna plattformar som inkluderar både finansiella och icke-finansiella tjänster. För att möta efterfrågan och förbli den primära finansiella tjänsteleverantören, måste de framtida banktjänsterna transformeras till att bli mer digitala och personanpassade hjälpmedel i vardagen.

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology. / It is evident that social media has become a fundamental instrument in society and has revolutionised the way society interacts and conducts business. More than 75 percent of the South African Generation Y population are active users of various social media platforms and the collective topics that are discussed include the status quo, entertainment, sports and other various issues that affect society as an integrated whole. However, many challenges are associated with social media concerning the affordability and accessibility of the internet. Consequently, it makes it a challenge for organisations to utilise social media as a reliable marketing instrument. Therefore, the study seeks to examine the effect of social media marketing dimensions on consumer attitudes and adoption among Generation Y consumers. The sample consisted of 285 self-reporting social media active users located in the Southern Gauteng region of South Africa. The study adhered to a quantitative approach and a snowball sampling method, whereby data were collected using a paper and pencil based self-administered questionnaire in 2019. A positivist research philosophy was followed whereby hypotheses where formulated for the study. In addition, formal procedure regarding research ethics were observed during empirical data collection and the questionnaire was also tested for reliability as well as validity. A pilot study preceded the main data collection survey processes. The collected data was analysed using descriptive statistics, correlation analysis and regression models. The results of the study indicated significant positive relationships for the three dimensions of social media marketing, namely in-formativeness (β= +0.302; t= 6.030; p<0.01), source credibility (β= +0.171; t= 2.767; p<0.01), perceived enjoyment (β=+0.169; t=2.956; p<0.00) and Generation Y consumer’s attitude. The fourth dimension being social identity, did not yield a statistically significant relationship in the regression model (β= 0.017; t= 0.256; p=0.01). Furthermore, significant positive relationships were also observed between consumer attitudes and the adoption of social media marketing (β= + 0.276; t-value= 4.841; p<0.01) among Generation Y consumers. As such, insight acquired from this study will assist both marketing academics as well as practitioners in comprehending Generation Y consumers’ perceptions on adoption and attitudes in relation to the adoption of social media as a marketing instrument. Based on the results, recommendations assert that, among others, marketing practitioners should effectively adopt social media as a marketing platform to communicate their marketing efforts and initiatives. Furthermore, marketers should integrate their marketing initiatives and strategies with the 4th industrial revolution. In addition, limitations, future research avenues are identified, and contributions of this study are discussed.

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015